How to answer: Why This Firm?

If you’re working through the application stage, this guide sits within our wider Application Process hub, where we break down how firms assess written answers and interviews in practice.

“Why this firm?” is one of the most decisive questions in a law firm application. It’s also one of the most commonly mishandled.

Strong candidates are not rejected because their answer is wrong but because their answer could have been written for ten other firms with minimal changes.

What firms are actually looking for

When recruiters read a “Why this firm?” answer, they are assessing whether you:

• understand what the firm actually does

• have engaged with its work beyond surface-level branding

• can explain why those features matter to you

• show realistic motivation rather than generic admiration

An effective answer connects firm facts with your interests and your development.

A successful example

Below is an anonymised excerpt from a successful application. Firm names and identifying details have been removed, but the structure and substance are unchanged.

My primary reason for pursuing a career at [the firm] lies in the firm's longstanding reputation and commitment to excellence. The firm's reputation for excellence dates back to the 17th century. Its consistent recognition in the industry, including being named City Firm of the Year at [awards] and being recognised as a Band 1 in Mergers & Acquisitions by Chambers attests to their sustained excellence. My research into the firm's history and achievements has left me inspired and eager to be a part of such a prestigious institution. This commitment to excellence will benefit my professional development by setting high standards for the quality of work I produce. It will push me to constantly improve and strive for the best in my legal career.

Secondly, [the firm's] commitment to fostering hands-on experience and responsibility among trainees is particularly compelling. This was clearly portrayed during a real estate webinar, where an associate illustrated the diversity of the firm's work. She explained their role in large corporate transactions as well as detailed landlord and tenant agreements. [The firm's] approach of bestowing significant responsibilities, including direct client interaction, upon trainees from an early stage deeply resonates with my own drive for professional development in an environment that encourages self-initiative.

Lastly, the firm's demonstrated expertise in real estate law strongly aligns with my interests. The firm's advisory role for [client]l and involvement in the [deal] in London attest to their proficiency. I am convinced that the firm's approach, grounded in meticulous due diligence and innovative problem-solving, would provide an ideal platform to deepen my knowledge and skills in this sector. Hence, I firmly believe that a career at [the firm] will not only cater to my professional aspirations but also provide an avenue for continued growth.

Why this answer works

This answer succeeds because it avoids vague praise and instead shows selective engagement.

1. Reputation is supported, not asserted.

Rather than simply saying the firm is “prestigious”, the candidate:

• anchors reputation in history and rankings

• explains why that matters for their development

  
  

2. Research is specific but restrained

The candidate references:

• a webinar

• a practice area

• a type of transaction

They don’t list everything they’ve read. They choose one or two interactions and explain their relevance.

3. Motivation is forward-looking

The answer consistently links the firm’s features to learning style, responsibility and long-term development. This shows realistic expectations of trainee life.

How to structure your own answer

You don’t need to follow a rigid template, but most strong answers naturally include:

• One reason grounded in the firm’s positioning or culture

• One reason linked to training, responsibility, or development

• One reason tied to practice areas or client work

Each reason should answer the implicit question:

Why does this matter to you?

Common mistakes to avoid

• repeating marketing language from the firm’s website

• listing rankings without explaining relevance

• claiming interest in every practice area

• focusing only on prestige

If your answer could be sent to another firm unchanged, it isn’t finished.

A final sense-check before submitting

Before you submit, ask yourself:

• Have I shown why this firm, not just why law?

• Does each paragraph contain a concrete reference?

• Have I explained why those features suit me?

If the answer is yes, you’re on the right track.

Strong “Why this firm?” answers depend on structured research rather than surface-level reading. Our guide on how to research a law firm explains what to look for, where to find it, and how to use it effectively in applications.